Measuring Customer Satisfaction: Try these 3 strategies

Did you know that 91% of your unhappy customers will never purchase services from you again? Measuring customer satisfaction can help you reduce the number of unhappy customers.

It’s important to know the impacts of an unhappy customer and how they can generate unwanted word of mouth. The White House Office of Consumer Affairs in a recent study found that as little as one unhappy customer has the ability to negatively impact 250 potential customers just through word of mouth.

That’s a lot of bad word of mouth.

In this week’s episode of Client Heartbeat Mondays, I take you through three ways you can start measuring customer satisfaction. These strategies have been used by R&G Technologies to identify unhappy customers and quickly resolve any problems before they end up escalating into cancelled contracts.

Watch the video here:

Download the case study here


1. Use online surveys

Online surveys are an easy way to get real feedback from your customers. To create and design your online customer satisfaction survey, I recommend you use one of my 4 favorite online survey tools and keep in mind these 6 customer satisfaction metrics. If you’re struggling for ideas you can checkout SurveyMonkey’s and SurveyGizmo’s collection of customer satisfaction survey examples.


2. Schedule quarterly meetings

Quarterly meetings give you a chance to catch up with your clients and address any concerns that may have come up. There’s nothing worse than a client feeling like you don’t care about them. R&G Technologies organizes their quarterly ‘business reviews’ so they can speak face to face with clients and clear up any concerns right on the spot. I recommend asking passive questions to help identify there are any problems. Something like, “Is there anything we can do to make your experience with us better?” is a great one to use.

Is there anything we can do to make your experience with us better?


3. Use ticket closing features in customer support tools

Most companies that use a customer support tool (Zendesk, or Helpscout) have the option to include customer feedback surveys on the completion of every support ticket being closed. Make sure you enable this as it gives your customers an on-demand way to give you instant feedback on your service.

Here’s a screenshot that shows you what I’m talking about.

Kaseya customer satisfaction survey request

The benefit of using this inbuilt feature is you can automatically send feedback surveys to your clients. No hassles and super easy, they get sent out a survey after every support ticket request that has been resolved.

See Also: 6 Customer Satisfaction Metrics you should be tracking

The problem with relying on a solution like this, is the survey response rates are very low. Most the time you will receive response rates below 5% – which in my opinion is just not good enough to rely on when measuring customer satisfaction. Studies by Karl Albrecht (The Service Advantage, 1990)  have proven that unhappy customers tend not to say anything. He found that 96.7% of unhappy customers never let out even a squeak of dissatisfaction to the organization that has given them bad service.

So with only a 5% survey response rate, odds are your unhappy customers may not be leaving you feedback!

To fix this problem I recommend you use all three of these strategies I’ve talked about today in a integrated approach – this way you cover all your bases and give yourself the best opportunity to discover any unhappy customers.

If you are looking for a solution that can give you the industry’s highest survey response rates, take a look at Client Heartbeat – this tool can get you response rates of over 65%. In fact, R&G Technologies uses Client Heartbeat because it not only improves their survey response rates but also takes the hassle out of monitoring customer satisfaction by automating the whole process.

There it is, three strategies you can use to get started with measuring customer satisfaction. I hope this has been useful and if you are looking for more great articles on customer satisfaction, please see my other popular posts below.

Ross’ other popular posts on customer satisfaction:

Gordon Tan

Gordon Tan is an entrepreneur based in Australia who has started and sold multiple technology companies with a combined value of $150m. This included a client satisfaction benchmarking platform which gave him first hand insight into the best practices of over 6,000 businesses. After retiring at 35 he is now a recognised thought leader on winning and retaining clients - His two passions: making clients the heartbeat of a business no matter what the product or service and this blog.

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